„To date there are 17 franchise stores in German speaking Europe, we envisage a potential for about 100“. Fouad Groß, commercial director at Timberland since mid last year has big plans for the American outdoor label. For German speaking Europe 50 launches are planned over the next 3 years starting with Berlin, Heilbronn and Interlaken. In addition, own stores are planned for large cities. The focus is on Cologne, Zurich and Prague. Store concept possibilities and retail area partnerships are as varied as the Timberland label itself which features outdoor, sportswear and urban-wear - clothing with a strong focus on shoes which is in any case as varied as can be. Location dependant, Timberland offers franchise partners several module variations. The ideal setting is 120 to 150 square meters and upwards where the complete brand, consisting of men’s and women’s clothing as well as shoes, can be presented. The Munich store runs autonomously and is the only store to also have the Outdoor-Performance Line in its programme. An experiment to test the waters for future projects. Flagship stores are around 400 square meters in size. The so called Compact Stores are a new concept. With 40 to 70 square meters, their emphasis is on shoes with a few textiles such as jackets which require no changing cubicles. The advantage is that smaller retail shops, which are easier to come by, can be utilised. “The Compact Store is very successful especially in southern Europe” says Groß. In September Germany’s first Compact Store will be launched in the Munich Olympia Centre. Operator is Timberland itself as the store is a pilot project for potential franchise partners to view first hand. As of 2007 there is also another new store concept on the market which is implemented into the Milan Flagship Store. The special feature: In accordance with the Timberland philosophy various recycled materials are applied.
For example the cash register block is made of wood rests from the interior work. For Timberland it is important that local peculiarities are taken into account. For example in Venice, Merino glass can be seen and in Munich, a deerskin covered stool. Individuality should be seen despite necessary uniformity.
Timberland Franchise contracts have neither a franchise fee nor an admission fee. The individual terms vary according to the location and the local prevailing conditions. Timberland supplies product know-how, shop planning and shop fitting as well as the administrative planning into the partnership and also offers special terms for procurement, delivery priority, investment participation and product return. New franchise partners can, for example, return part of their stock if this does not function for them. Timberland invests a lot of professional consultation and commitment in its partners so that this does not occur. The German office has staff specially for the needs of its franchisers. A Timberland speciality: partners have to commit to partake in social and environmental projects.
Parallel to the franchisers, Timberland also has 43 Shop-in-Stores in the German speaking market. They vary from 15 to 60 square meters and have diverse product compilations: from exclusively shoes for men and women to completely mixed versions. Growth potential, especially in the shoe sector, is expected. Faoud Groß: “The textile retail area is already saturated and a strong selection process has started. In shoe retail the area partnerships are not yet prepared”. An advantage over other shoe suppliers is that Timberland can lead via implementation of its own retail experience. Timberland is however not interested in concessions. “We do not want any rented areas in Retail. We want a partnership on equal footing and responsibility for both sides”.
Download press release (german)
For example the cash register block is made of wood rests from the interior work. For Timberland it is important that local peculiarities are taken into account. For example in Venice, Merino glass can be seen and in Munich, a deerskin covered stool. Individuality should be seen despite necessary uniformity.
Timberland Franchise contracts have neither a franchise fee nor an admission fee. The individual terms vary according to the location and the local prevailing conditions. Timberland supplies product know-how, shop planning and shop fitting as well as the administrative planning into the partnership and also offers special terms for procurement, delivery priority, investment participation and product return. New franchise partners can, for example, return part of their stock if this does not function for them. Timberland invests a lot of professional consultation and commitment in its partners so that this does not occur. The German office has staff specially for the needs of its franchisers. A Timberland speciality: partners have to commit to partake in social and environmental projects.
Parallel to the franchisers, Timberland also has 43 Shop-in-Stores in the German speaking market. They vary from 15 to 60 square meters and have diverse product compilations: from exclusively shoes for men and women to completely mixed versions. Growth potential, especially in the shoe sector, is expected. Faoud Groß: “The textile retail area is already saturated and a strong selection process has started. In shoe retail the area partnerships are not yet prepared”. An advantage over other shoe suppliers is that Timberland can lead via implementation of its own retail experience. Timberland is however not interested in concessions. “We do not want any rented areas in Retail. We want a partnership on equal footing and responsibility for both sides”.
Download press release (german)
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